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The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing

The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing
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Author(s): Yu-Hsi Yuan (Chinese Culture University, Taiwan), Yi-Cheng Yeh (Jiangsu University of Technology, China), Chia-Huei Wu (Minghsin University of Science and Technology, Taiwan), Cheng-Yong Liu (Jimei University, China), Hsin-Hao Chen (Southern Taiwan University of Science and Technology, Taiwan) and Chien-Wen Chen (Yuanpei University of Medical Technology, Taiwan)
Copyright: 2022
Volume: 34
Issue: 3
Pages: 15
Source title: Journal of Organizational and End User Computing (JOEUC)
Editor(s)-in-Chief: Sang-Bing Tsai (University of Electronic Science and Technology of China Zhongshan Institute, China and Research Center for Environment and Sustainable Development, Civil Aviation University of China, China)
DOI: 10.4018/JOEUC.287105

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Abstract

The purpose of this study was focused on exploring the relationship among the fans’ preferences, fans’ para-social interaction, and fans’ word-of-mouth. A survey consisted of 21 items based on the literature review and developed by this study. An online survey was distributed to the users of YouTube in Taiwan. A total of 606 valid samples was collected by survey. The instrument passed the reliability and validity test. Further, the data process applied the PLS (partial least squares) regression analysis methodology. The result shows that the ‘attractive’ impacted ‘para-social interaction’, ‘e-word-of-mouth’, and ‘preferences of fans’ positively. In addition, the para-social interaction plays an important role as a mediator between influencer’s attractiveness, w-word-of-mouth, and preferences of fans. Some suggestions were provided for social media influence’ related studies as reference.

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